We have long heralded the way in which advertisers have used Classic Rock songs to set just the right tone for their brands. And of course, there’s been the NFL’s consistent use of Classic Rock artists at Super Bowl halftime shows.
But if you’ve been watching TV this fall, something else is revolving around the Classic Rock phenomenon – the “real life” ways in which many big songs are enjoyed. And the human factor that reveals how people have fun with the music they love.
We’ve got two different examples where the poster boys are – interestingly enough – Elton John and Ozzy Osbourne. And the advertisers are Volkswagen and Honda.
In the VW Passat commercial, the play here is interpreting the lyrics of a great song – something that we’ve all struggled with and laughed about. And this commercial nails the fun of simply making up the words of the song just because they sort of sound that way.
>EMAIL RECIPIENTS: CLICK HERE TO VIEW VW PASSAT COMMERCIAL<
And for the Honda Pilot, it’s a family enjoying the ride, replicating the sounds of “Crazy Train,” as all hands take a different part of the song.
>EMAIL RECIPIENTS: CLICK HERE TO VIEW HONDA PILOT COMMERCIAL<
So, once again, Classic Rock is showcased as the universal language. And two different agencies have tapped into the personal ways in which we enjoy these songs in order to market their cars.
If these aren’t two great sales pieces that illustrate the ways in which people connect with the music on a Classic Rock station, then I should enroll in a sales course. And they also speak to that intangible “fun factor” that is part of enjoying music with a retro flair.
They also depict the shared music phenomenon as lots of different people get in on the act. That’s something that we’ve seen in both qualitative and quantitative research over the years. It’s why we’ve always enjoyed the “Take Your Kid To A Classic Rock Concert” promotion that helps foster those connections. In a radio interview I heard yesterday, Bob Seger talked about how gratified he is to see so many young people at his concerts during this current tour, reflecting the widening appeal of his Classic Rock hits.
In much the same way that many of us have memories of Dad taking us to sporting events when we were young, many of today’s kids will replay those same type of remembrances from great concerts they saw with the man (or woman) of the house.
Great radio isn’t just about scheduling perfect logs, but connecting the audience with good times, memories, emotions, and shared experiences.
Does your station regularly tap into these emotions?
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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